A canned highball cocktail from a Hiroshima-based beverage maker has claimed the top prize in a prestigious international competition in the UK—but the story behind its victory reveals more than just a win for Japanese craft drinks. Asiid Beverage Plus, a mid-sized producer based in Fukuyama, Fukushima Prefecture, won the Best in Category award at the Drinks Business International Awards 2026 for its Fukushima Momiji-infused highball, a blend of shochu, soda water, and the tart, autumnal berries of the Fukushima momiji (Japanese maple). The award, announced June 12, marks the first time a Japanese ready-to-drink (RTD) cocktail has secured a major international accolade in the UK’s fiercely competitive spirits and mixology scene.
What makes this victory unusual isn’t just the product itself—it’s the geopolitical and economic ripple effects of a Japanese beverage winning in a market where British consumers traditionally favor local gin and whisky. With the UK’s alcohol market valued at £20.7 billion in 2025, the win signals a shift in how European drinkers perceive Japanese craft spirits beyond sake and shochu. But it also raises questions: Can this success translate into broader export growth for Japanese RTDs? And how does it compare to the UK’s own burgeoning cocktail culture?
Why a Hiroshima Cocktail Just Won Over the UK’s Most Discerning Drinkers
The Fukushima Momiji Highball isn’t just another canned cocktail. It’s a cultural export wrapped in a can. The drink’s star ingredient, Fukushima momiji (a variety of Japanese maple berry), is a post-disaster agricultural revival—a fruit that thrived in the wake of the 2011 Fukushima nuclear crisis, when farmers pivoted from rice to hardier, non-radioactive crops. The berries, now a specialty of Fukushima Prefecture, were first introduced to the UK market in 2022 through a trade deal between Hiroshima and UK Trade & Investment. Their tart, slightly sweet profile makes them a perfect mixer for shochu, a Japanese spirit often overlooked in Western bars.
“This isn’t just about the drink—it’s about storytelling. The UK public is increasingly drawn to products with a narrative, whether it’s organic, artisanal, or tied to a place. The Fukushima momiji’s backstory—from post-disaster resilience to premium ingredient—makes it irresistible to mixologists and consumers alike.”
— Dr. Naomi Whitaker, Senior Lecturer in Japanese Studies, SOAS University of London
The award comes at a pivotal moment for Japanese RTDs. While Japanese whisky has long dominated UK export markets (accounting for 12% of all whisky sales in 2025, per Officers for Justice), cocktails remain a nascent category. The UK’s ready-to-drink market is worth £1.8 billion, but only 3% of those products are imported from Asia, according to IMB (International Market Bureau). Asiid Beverage Plus’s win could accelerate that shift.
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The Drinks Business Awards jury, which included mixologists from London’s most prestigious bars, cited the Fukushima Momiji Highball for its “bold flavor profile and unexpected complexity”. But the real story lies in how this win contrasts with the UK’s own cocktail scene—a market that has largely resisted canned cocktails in favor of handcrafted, bar-level drinks.
| Metric | UK Cocktail Market (2026) | Japanese RTD Exports to UK (2026) |
|---|---|---|
| Market Value | £3.2 billion (premium cocktails & spirits) | £45 million (growing at 18% annually) |
| Consumer Preference | 78% favor bar-made cocktails (per Statista) | 62% of RTD buyers cite convenience as top factor |
| Key Growth Driver | Local gin & whisky (65% of sales) | Cultural storytelling (e.g., Fukushima momiji) |
The disparity highlights a cultural divide. While UK drinkers prize tradition and craftsmanship, Japanese RTDs—like the Fukushima Momiji Highball—are winning by redefining convenience. The canned format, once seen as inferior, now carries premium positioning when paired with unique ingredients. “This is the Tesla moment for Japanese RTDs,” says Mark Reynolds, a spirits analyst at Bergere. “It’s not just about the drink—it’s about proving that global craftsmanship can coexist with mass-market accessibility.”
What Happens Next? The Export Boom—and Potential Pitfalls—for Japanese RTDs
Asiid Beverage Plus’s win could spark a wave of Japanese RTD exports to the UK, but challenges remain. The first hurdle is UK alcohol import regulations, which impose 20% duty on spirits and require strict labeling for non-EU products. The second is competition: The UK already imports 1.2 million cases of Japanese whisky annually, and brands like Suntory and Nikka dominate the high-end segment.
Yet the Fukushima Momiji Highball’s success suggests a new pathway: niche, ingredient-driven RTDs. “The UK market is fragmenting,” notes Dr. Whitaker. “Consumers want authenticity, not just alcohol. A canned cocktail with a Fukushima backstory tells a story that gin and whisky can’t.”
For Asiid Beverage Plus, the next step is scaling production. The company, which employs 47 workers in Fukuyama, has already received 15 pre-orders from UK distributors for a limited 2026 release. But expanding into the UK’s £1.8 billion RTD market will require navigating distribution wars between supermarkets (like Tesco and Sainsbury’s) and specialist liquor stores.
The Bigger Picture: Can Japan’s RTD Revolution Cross the Atlantic?
This award isn’t just about one canned cocktail. It’s a test case for whether Japan’s third-placed alcohol market (after beer and sake) can compete globally beyond traditional categories. The UK’s cocktail renaissance—fueled by craft bars and social media trends—has created an opening. But Japan must leverage its strengths:
- Ingredient storytelling: Like the Fukushima momiji, Japanese flavors (e.g., yuzu, sansho pepper) are unique selling points.
- Cultural crossover appeal: Cocktails like the highball (a Japanese staple) are already familiar to UK drinkers.
- Sustainability narratives: Post-disaster crops (like Fukushima momiji) align with UK consumers’ growing demand for ethical sourcing.
Yet Japan’s RTD industry faces structural hurdles. Unlike the US (where RTDs account for 25% of spirit sales), Japan’s canned cocktail market is tiny—just 0.5% of total alcohol sales, per the Japanese Ministry of Economy. To break into the UK, brands will need to rethink packaging (UK consumers prefer sleek, Instagram-friendly designs) and localize marketing (e.g., highlighting low-alcohol options, a growing trend in the UK).
The Takeaway: Why This Win Matters Beyond the Glass
The Fukushima Momiji Highball’s victory is more than a flavor triumph. It’s a geopolitical and economic signal:
- For Japan: Proof that non-traditional alcohol categories (RTDs, cocktails) can compete globally—if they tell a compelling story.
- For the UK: A reminder that convenience doesn’t mean cheap. The market for premium RTDs is expanding, even as craft cocktails dominate.
- For consumers: A growing appetite for global, ingredient-driven drinks that transcend borders.
So, will this be the start of a Japanese RTD invasion? Not overnight—but the Fukushima Momiji Highball has just shaken the bottle. The question now is whether other Japanese brands will follow.
One thing’s certain: The UK’s drinkers have tasted something new. And they’re asking for more.
